Japan is a place where technology and aesthetics
meticulously blend to perfection.

In Tokyo, a trend-setting city equipped with high-end technology and delicate infrastructure,
Samsung Design Japan (SDJ) contributes to raising global competitiveness through
novel and innovative research activities.

  • SDJ offers design solutions for hit products in Japan,
    where diverse cultures are both embraced and
    enhanced to excellence with their own significance.

    One of the unique dynamics of Japan is their ability to accept and
    characteristically develop various cultures and information to create a perfect
    design solution for a hit product that appeals to everyone. It is an office of
    convergence where research, experimentation, and prototype development
    are all conducted in the processes of foreseeing future trends and
    reflecting real user needs.

  • An image of Tokyo’s busy Shibuya intersection
  • SDJ maximizes global competitiveness based on
    CMF advanced technology, service, and infrastructure.

    We’re able to raise the bar for product quality and develop new colors and post-processing
    through a combination of highly advanced technology, design infrastructure, and craftsmanship
    focusing on the smallest of details. SDJ has become the design bedrock on which global
    competitiveness is maximized through the realization and proposal of prototypes with
    various possibilities using a newly developed and innovative CMF(Color/Material/Finishing).

  • An image of SDJ staff having a meeting
  • An image shows SDJ employees reading and resting


  • 1 9 9 1
    Established Samsung Design Japan
    (Located in Nakano, Tokyo)
  • 1 9 9 8
    Relocated to Yokohama
  • 2 0 1 5
    Relocated to Iidabashi District, Tokyo


  • 2008
    Best of CES Innovation Awards Winner
  • 2010
    Good Design Awards Winner
  • 2012
    EISA Awards Best Product Winner
    Good Design Awards Winner
    iF Design Awards Winner
    China’s Most Successful Design Awards Winner
  • 2013
    iF Design Awards Gold Winner
  • 2014
    TIPA Awards Winner
    EISA Awards Best Product Winner
    Good Design Awards Winner
    iF Design Awards Winner
  • 2015
    IDEA Design Awards Finalist
SDJ is a design office centered on research and experimentation
that also has the longest history as a global design office.
Rooted in Japan’s advanced technology and design infrastructure,
knowledgeable and experienced designers work passionately
to improve design quality and value.
Our organization is small in size but intensely dedicated to our
craft. Rather than working strictly individually, each person
contributes their expertise of various fields in the design process,
altogether pursuing higher product quality and innovative results.
SDJ will continue to provide deeply abiding inspiration and
resonance throughout the world with our design.
Norio Okada, SDJ Head of Office


  • Product Strategy Team
    The Product Strategy Team formulates
    strategy by researching and analyzing the seeds
    of next generation products and services
    discovered from Japan’s social trends that have
    been through both high and low growths over
    the course of history. This strategy serves as
    the foundation for Samsung to identify
    new areas of opportunity.
  • Product Design Team
    The Product Design Team develops products
    for the purpose of creating new value
    through design. The team develops design
    mock-ups and evaluates marketability
    (mass production capability) to provide
    users with appealing products.
  • UX Team
    The UX team designs optimal user experiences
    for newly established product and service
    categories. Considering potential user needs and
    human factors, the team carries out GUI (Graphic
    User Interface) design, UI (User Interface) design,
    and UX prototypes to provide advanced
    user experiences.
  • CMF Team
    The CMF team designs products with materials
    as the key focus. The team proposes innovative
    designs, experiences, and insights to
    stakeholders and internal divisions based on Japan’s
    innovative and sustainable materials.


  • Global CMF Insight
    Global CMF Insight
    In collaboration with Samsung Design Europe, we hosted an exhibition showcasing next-generation CMF projects, under the themes of ‘state-of-the-art technology’ and ‘eco-friendly materials’. The exhibition was open only to Samsung designers, and featured a wide variety of design samples such as AI-powered advanced CMF and CMF that utilizes traditional crafts.


    Earth Library is a CMF project launched in partnership with a Japanese company based on the concept of ‘Human beings borrowing resources that exist on Earth and returning them in the best way possible.’ The project features design samples that leverage disposal materials, vegan leather, and processing methods that do not use molds.


    This package design project aimed to create a package that employed biodegradable materials and had a purposeful internal structure that could repurpose the package even after unboxing.
  • An image shows mock-ups displayed at Next Driving Force
    An image shows mock-ups displayed at Next Driving Force
    SDJ cooperated with SAMSUNG RESEARCH to design the SAMSUNG BOT™ HANDY. Announced at CES 2021, the SAMSUNG BOT HANDY is a domestic household care robot capable of recognition, autonomous driving, and handling items. The robot reduces the burden of housework by serving as an agent for tasks that involve organizing, delivering, and arranging.
  • A product shot of NX1

    A product shot of NX1

    NX1 is a product designed to establish the design identity of high-end mirrorless cameras. Its elaborately designed details and solid magnesium body are part of a stylishly classic design that provides a sense of perfected technology.
  • A product shot of NX30
    A product shot of NX30
    The NX30 inherited and improved upon the premium classic and ergonomic design of the NX series. A rubberized Wrap Grip was applied to all areas where the hand touches the camera, enhancing both the visual and tactile sense of grip.
  • A product shot of WA-400HH
    A product shot of WA-400HH
    This top loading washing machine has been developed with the rough laundering styles of users in India and Southeast Asia in mind. The product is a collaborative effort between the Digital Home Appliances design team, SDJ, and Samsung Design Delhi(SDD) that reflect Samsung’s design identity.
  • A product shot of NEW A3 BIZ
    A product shot of NEW A3 BIZ
    NEW A3 BIZ.
    The purpose of the A3 printer is to increase intellectual productivity. Its UX design thus maximizes usability and intuitiveness by simplifying the steps a user would take to access the printer. Given the way printers are used by multiple users in offices, we expanded its functions to make group operations easier and more accessible.
  • A product shot of Galaxy J
    A product shot of Galaxy J
    The Galaxy J is exclusive to the Japan market and has been completely designed, from product and UX to CMF by SDJ. The Parting Line has been minimized and the simplicity of Galaxy J’s exterior has been amplified by removing graphic patterns. On top of that, a fresh color much preferred by young women in their twenties and thirties has been applied.
  • A detail shot of Galaxy J UX
    A detail shot of Galaxy J UX
    We developed and installed a new Japanese input system, System ‘8 Flick’, which can quickly switch between Hiragana, Katakana, and Kanji all at once. Despite the limited space on a smartphone’s screen, users can enter characters more quickly with fewer errors. Also due to the history of natural disasters that occurred in Japan, we installed a ‘Long Life Mode’ function that maintains battery life in order to enable emergency communication.